Data analytics to create

Majid Al Futtaim and Smart Dubai have also signed an MoU to help improve Dubai’s data collection and analytic capabilities

Majid Al Futtaim CEO Alain Bejjani

Data analytics will transform the customer “experience” by allowing retail outlets to tailor offerings to individual shoppers, according to Majid Al Futtaim CEO Alain Bejjani.

Speaking to Arabian Business on Sunday, Bejjani said “digital enablement” – as opposed to ‘disruption’ – said that the ultimate aim of data collection is to “create a relationship between the brand and the customer that is as bespoke as possible.”

“Data technology allows us to develop digital services as well as brick and mortar customer experiences that are unique and tailored to every customer,” he said.

As a concrete example of the insights that can be gleaned from data, Bejjani pointed to a Majid Al Futtaim initiative to unveil digital services for VOX cinemas.

“Through our VOX app, you will be able to go and basically perform all the services you can get offline in the cinema. We will be able to know you better as a customer,” he said. “For example, if you like a certain type of movie, rather than pushing movies you may not like…we will be able to understand you better, and if you like popcorn, there is no point in pushing a promotion for nachos and cheese on you.

“We’ll give you something you want, and value, rather than something which is kind of a blanket for everyone,” he said. “We will be able to do that for each and every one of our customers.”

Bejjani’s comments earlier this month came just hours after Majid Al Futtaim signed a Memorandum of Understanding (MoU) with Smart Dubai to help improve the emirate’s data analytics capabilities.

As part of the MoU, Majid Al Futtaim and Smart Dubai will collaborate in four areas: data enrichment, policy, education and innovative technology. Additionally, both organisations will explore new technologies such as Blockchain, Artificial Intelligence and the Internet of Things (IoT).

“This agreement we are signing…provides support for the data sector, which constitutes the backbone of the smart city,” said Dr Aisha bint Butti bin Bishr, Director-General of the Smart Dubai Office. “. It allows us to benefit from Majid Al Futtaim’s expertise in data management and analysis across several sectors, which supports Smart Dubai’s initiatives and projects to provide a secure and happy life, as well as a bright future, for the Dubai community.”

Earlier in December, Majid Al Futtaim announced the launch of a School of Analytics and Technology at the company’s Dubai-based Leadership Institute, which is designed to enhance the company’s analytics capabilities and teach employees the skills necessary for data analytics to be implemented across its various verticals.


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